Strategic Marketing Planning: State-of-the-art Developments
Condition: SECONDHAND
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Whilst there are a number of books available on marketing planning, they are predominantly "how to" texts: this book is a serious and in-depth treatment of the specialist aspects of marketing planning. The various topics dealt with include a review of marketing strategy which examines the main strategic planning tools; competitive marketing strategy, which explains and reviews the concepts and applications; marketing planning and corporate culture; expert systems in strategic marketing planning; and the role of marketing in the future - the challenges for business and management education.
Author: Malcolm McDonald
Format: Paperback, 224 pages, 154mm x 233mm, 450 g
Published: 1996, Kogan Page Ltd, United Kingdom
Genre: Sales & Marketing
Whilst there are a number of books available on marketing planning, they are predominantly "how to" texts: this book is a serious and in-depth treatment of the specialist aspects of marketing planning. The various topics dealt with include a review of marketing strategy which examines the main strategic planning tools; competitive marketing strategy, which explains and reviews the concepts and applications; marketing planning and corporate culture; expert systems in strategic marketing planning; and the role of marketing in the future - the challenges for business and management education.